Part of our 12 Pokes of Christmas. Look out for more in the coming weeks.
If the holiday season puts you in mind of a cosy mountain retreat with open fires, bare wood walls and an alpine view, then we suggest you head into New York City. Here in a post-industrial gallery space, brand consultant Rachel Schechtman has set up STORY, a store that’s in a perpetual state of flux, with design and merchandise ranges changing completely every few weeks.
For the current theme, ‘Home for the Holidays’ Schechtman worked with Target to assemble a hand-picked collection of gift items, all displayed in the fantasised setting of a mountain lodge, complete with blonde wood fixtures and comfortable seating. It’s a witty and engaging piece. There may be a problem however. Once customers have kicked off their shoes and settled in, how can they be persuaded to leave?